To whom should propaganda be addressed? To the scientifically trained intelligentsia or the less educated masses? It must be addressed always and exclusively to the masses.
To a large degree, since the beginning of time, charisma or the lack of it has impacted upon those in quest of acclaim. As media expands, this has become ever more vital. Thus, demeanor if unappealing, can defeat one's likelihood of success, causing the death of prospects whilst they are still embryonic.